HOW IS THE INDONESIA LUXURY BRAND MARKET IMPACTED BY THE UTILIZATION OF SOCIAL MEDIA?

• Main Author: Salma Sabila, Nazhira
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/85783
• Institution: Institut Teknologi Bandung

The fashion world is one of the products most influenced by social media. By leveraging these advances, fashion brands can effectively reach their target audience through brand awareness and engagement through advertising. The aim of this research is to understand the relationship between purchasing decisions and content, consumer interactions and influencers on sales to consumers in luxury brand marketing and to find out how social media affects luxury fashion brands in Indonesia, where there are several social media platforms that can be discussed, such as Instagram, Facebook, and TikTok. The data used in this study uses primary data obtained from the dissemination of the questionnaire to respondents based on criteria that have been determined using the method of purposive sampling. The data analysis method used in the study uses a dual linear regression model. The results of this study indicate that there is a significant relationship between purchase decision and consumer interactions as well as purchase decision and content. The results of this research provide guidance for luxury brand managers in Indonesia to optimize their social media strategies, with a focus on increasing customer interactions, creating engaging content, and selecting the right influencers to drive consumer purchasing decisions. This research contributes to the marketing literature by expanding the understanding of how social media elements—such as customer interactions, content, and influencers—significantly influence purchasing decisions in the context of the luxury brand market in Indonesia.